Winning Protein on Amazon - Live at DSS With Always off Brand - Episode 435
Ecommerce Braintrust · with Scott Ohsman, Adam Janecka, Matt Rosenfeld · June 16, 2026 · 49 min
Summary
This episode, recorded live at the Digital Shelf Summit, offers a deep dive into succeeding on Amazon in competitive categories like protein. It emphasizes the critical integration of retail media and digital shelf strategies, providing actionable advice for brands to differentiate, drive conversion, and evolve their measurement beyond basic ROAS to navigate the complexities of marketplace growth and AI-driven search.
Key takeaways
Brands must differentiate in crowded Amazon categories by being highly relevant to their core audience, rather than trying to appeal to everyone initially.
Successful Amazon strategy requires a unified approach to retail media and digital shelf optimization, breaking down traditional silos between these functions.
To build marketplace momentum, focus on driving trial, optimizing content, and enhancing conversion rates for your products on Amazon.
Rethink measurement beyond simple ROAS, incorporating broader metrics to understand true brand scaling and e-commerce performance.
Proactively prepare organizations for the impact of AI on search and discovery, adapting strategies to leverage new technologies for visibility and customer engagement.
🎙️Interview with Scott Ohsman, Adam Janecka, and Matt Rosenfeld Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Account Management. This week, we have something a little different for you. A few weeks ago, while attending the Digital Shelf Summit in Atlanta, we had the chance to join Scott Oshman on the mic for an episode of the Always Off Brand podcast. The conversation was simply too good, not to mention too much fun and packed with valuable insights, not to share here as well. We covered a lot of ground, from the latest trends shaping ecommerce and retail media to the challenges and opportunities brands are navigating today. So if you missed it the first time around, you're in for a great discussion. Let's dive in. --- "We don't need to go out and be everything to everyone on day one, but we need to be very relevant to our core audience." -Matt Rosenfeld --- KEY TAKEAWAYS In this episode, Julie, Scott, Matt, and Adam discuss: Breaking into crowded categories and creating meaningful differentiation. Why retail media and digital shelf strategy can no longer operate in silos. Building marketplace momentum through trial, content, and conversion. How brands are rethinking measurement beyond simple ROAS metrics. <li dir="ltr"
What does this episode say about amazon & marketplaces?
Brands must differentiate in crowded Amazon categories by being highly relevant to their core audience, rather than trying to appeal to everyone initially.
What does this episode say about product & merchandising?
Successful Amazon strategy requires a unified approach to retail media and digital shelf optimization, breaking down traditional silos between these functions.
What does this episode say about paid acquisition?
To build marketplace momentum, focus on driving trial, optimizing content, and enhancing conversion rates for your products on Amazon.
What does this episode say about ai & automation?
Rethink measurement beyond simple ROAS, incorporating broader metrics to understand true brand scaling and e-commerce performance.
What does this episode say about amazon & marketplaces?
Proactively prepare organizations for the impact of AI on search and discovery, adapting strategies to leverage new technologies for visibility and customer engagement.
